Windows 8: Tepid Marketing–>Slow Sales

Kind of sad, isn’t it? This sorry attempt at a festive display of new PCs at a Micro Center store in Rockville, MD, says a lot about the thud with which Windows 8 seems to have landed.

Windows guru Paul Thurrott recently reported that Win 8 sales are running below Microsoft’s expectations. Microsoft executives, Thurrott says, put much of the blame on OEM partners for being late to market with exciting hardware. But much of the problem may be closer to home. Neither Microsoft nor its retail partners seem to be making all that great an effort to sell new systems, especially compared to past efforts.

This week, I stopped by several big box retailers, the sort that generate most of the sales of Windows PCs, and what I saw was dispiriting. Instead of the end caps, banners, ceiling-high stacks of boxed software, and the occasional brass band that accompanied past Windows launches, I saw a distinctly low key effort. Windows 8 has only a modest presence on TV–most of Microsoft’s ad buy is dedicated to Surface, which is sold only online and in Microsoft’s own sparse retail outlets–and I saw no sign of any Microsoft promotional effort at my local Best Buy, Staples, Microcenter, or H.H. Gregg. In fact, the display below, at Staples, was about as flashy as it got:

Now it is a fact of life in retailing that vendors literally get what they pay for in terms of shelf position, end-cap displays, store advertising, and other promotion. It appears Microsoft isn’t paying much this time around. It doesn’t help that Microsoft is not, at least at this point, selling Windows 8 as physical media, so there are no in-store displays of the software itself. Still, it’s telling that Windows is missing from this row of promotional posters at the Micro Center entrance:

On the shelves, things are just as bad. The main selling point for Windows 8 is touch, but most of the new touch models have yet to come to market. Laptops are generally grouped by price, sometimes by size. In no case did I see touch models grouped together or in any way featured. Best Buy at least had little tags on some non-touch models proclaiming their lack of touch screens, but otherwise, you had to figure it out for yourself, either by reading the detailed product descriptions or by touching the screen and seeing whether anything happened. (A clue: If it costs less than $1,000, it probably doesn’t has a touch screen.) In most stores, there are some Windows 7 machines mixed in among the newer models, and I wouldn’t be surprised if few shoppers managed to figure out just what was supposed to be superior about Windows 8.

Unless Microsoft is going to open a whole lot more of its own stores (there is only one full-fledged Microsoft Store in the Washington area–in Arlington, Va.,–and just two pop-up stores, really glorified mall kiosks, in the entire state of Maryland), it should work with OEMs and retailers to do something to improve a horrible shopping experience. Most of the machines I saw on shelves made it impossible to get any sort of meaningful Windows 8 experience. Many of the machines were dead, or were locked into demo screen shows. Of those that were running Windows 8, almost none were both connected to the internet and linked to a Microsoft account, two features necessary to understanding what the new OS is all about. And while I understand the need of retailers to keep stock from walking off, their approach to theft prevention is lethal to sales. For example, it’s impossible to get a real sense of the sleekness of this Hewlett-Packard Spectre XT Ultrabrook at Staples with that horrible anti-theft clamp and cable device on its side:

Even worse was a similar clamp (at Best Buy) that prevented a Lenovo Yoga convertible notebook/tablet from going through its agile tricks.

I only ran into one true Windows tablet in my shopping tour, a $600 Asus Vivo Tab RT. To my complete lack of surprise, the display was free of any information on the differences between its Windows RT software and the full Windows 8 on the systems surrounding it, another bit of consumer education that Microsoft is sorely ignoring.

Steve Wildstrom

Steve Wildstrom is veteran technology reporter, writer, and analyst based in the Washington, D.C. area. He created and wrote BusinessWeek’s Technology & You column for 15 years. Since leaving BusinessWeek in the fall of 2009, he has written his own blog, Wildstrom on Tech and has contributed to corporate blogs, including those of Cisco and AMD and also consults for major technology companies.